Incoming links, or backlinks, still matter for SEO. But they are becoming less important for Google. We know the latter to be true since Googlers have reiterated this for years.
In November, Duy Nguyen from Google’s search quality team expressed the same, while explaining why link building campaigns are a waste of time and money and indicating where to allocate your SEO spend instead:
“…you probably should not waste your money in spamming links. That money is much needed in creating a great website with great user experience and helpful content.”
